Why This Mom Created a Line of Sheet Masks Just for Your Baby Bump

HATCH founder Ariane Goldman loved pregnancy. It wasn’t perfect: Near the end of her pregnancy, she was tired all the time. But knowing she would meet her baby eventually kept her on what she describes as a “high” all the way to the finish line.

However, there were two frustrating things she noticed about pregnancy: First, it can be hard to know what to wear or how to shop during pregnancy, since your body is changing so quickly. And second: that there was a serious lack of stylish, cute maternity clothes on the market.

That was the start of HATCH Mama, Goldman’s line of maternity clothes, which she launched in 2011 following the birth of her daughter Charlie. The line was designed to be worn before, during, and after pregnancy, and was an instant hit.

Goldman told Vogue that as she worked to promote the HATCH brand, one question kept popping up: What kind of beauty products can I use during pregnancy? So Goldman turned her attention next to developing HATCH Mama Beauty, her new beauty and skincare line designed specifically for pregnant women.

“I really listened to my friends and my community when pregnant,” she tells What to Expect. “Some websites were amazing resources, but no one was owning the conversation holistically, so it was a hodgepodge of recommendations, articles and hit and miss trials of products on the market.”

Goldman wanted to develop high-quality products that would make moms-to-be look and feel good but that were also safe to use during pregnancy. The end result is an affordable (prices range from $12 to $68), gorgeous, plant-based line of body lotions, belly sheet masks (because your bump deserves a facial too!), hair oils and nipple balm that was just meant to be Instagrammed (seriously, look at that millennial pink packaging — it was made for the ‘gram!).

When it comes to pregnancy, not all skincare products are created equal. While moms-to-be don’t necessarily have to throw out all of their go-to products, some contain ingredients that aren’t safe to use during pregnancy. Examples include retin-A or retinoids (aka vitamin A). Retin-A is considered closest thing we have to a magic bullet when it comes to fighting acne (it’s found in Accutane as well as many face masks, serums and anti-aging products), but it’s known to cause birth defects, which is why it’s absolutely verboten during pregnancy.

Other ingredients you should probably avoid: parabens (a commonly used preservative that prevents products from molding), phthalates (very commonly used to make plastics more flexible), triclosan (an anti-bacterial ingredient). While research hasn’t proven that the above-mentioned ingredients are definitely harmful to your growing baby, the Food and Drug Administration (FDA) also says they haven’t been proven to be safe for your baby, which is why it’s better to be safe than sorry.

Certain essential oils are off-limits too, including rosemary, sage and peppermint, because they can trigger contractions.

As a mom of two, Goldman was very familiar with the list of things you have to give up during pregnancy, as well as how time-consuming and hard it can be to make sure you're reading the ingredient list on Every. Single. Product. Label. That's why she worked directly with chemists and other skincare professionals to ensure that each product in the HATCH Mama Beauty line is completely safe for pregnant women. Her products include skin-soothing ingredients like aloe, which is safe when taken topically during pregnancy, and eucalyptus and lavender, which may alleviate stress and help you sleep better. “All of our formulas include ingredients at well below the maximum safety use standards ascribed to each ingredient,” she added.

Like every artist, the HATCH founder has a favorite creation. Goldman’s is the belly mask — a sheet mask packed with aloe vera, propolis and hydrolyzed marine collagen, which purport to minimize stretch marks and soften inflamed scar tissue. (It's worth noting that nothing has been proven yet to actually get rid of stretch marks.) “It is a belly facial, if you will!” she says.

Ultimately, Goldman wants HATCH to be not just a brand, but a community, one where "we've got your back!" To that end, Goldman has partnered with organizations like Every Mother Counts and Alliance of Moms to support moms everywhere. She also organizes workshops and events at the brand's flagship store in New York on topics like breastfeeding and diaper-changing, as well as organizes Q and A sessions for new moms.

“Pregnancy is such a beautiful time, and we know how strange and unknown it can be, but it’s all good!" Goldman says. "Our strong community of kick-ass women are supporting, loving and helpful and you don’t have to navigate this new road alone."